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Inside the OTT Tornado a Whirlwind of New Devices, Apps, and Content Batters Consumers ottexec.com/magazine Spring 2019 Inside the OTT Tornado A Whirlwind of New Devices, Apps, and Content Batters Consumers Is TV Still the Hearth? OTA and OTT BFFs The Screen-Per-Person World Changes Everything A Roll-Out Plan for ATSC 3.0 NextGen Broadcast Does this OTT Make Me Look Fat? What Am I Thinking? Plus-Size Service Launches Abound Can AI Read Our Minds and Improve Our UX? Executive Q&A Guido Meardi, CEO & Co-Founder V-Nova Ramon Duivenvoorden, CCO 24i Media Ivan Verbesselt, SVP of Marketing Nagra Mike Palackdharry, SVP of Strategic Solutions, Limelight Networks Gideon Gilboa, SVP of Product & Marketing, Kaltura SMARTLY DIGITAL IN THE NEW OTT ERA Whether you’re a pay-TV operator or a content owner, we can help you thrive in a converging pay-TV and OTT world. As the lines between pay-TV and OTT continue to blur, the pay-TV industry is transitioning into a paid- for video market where the convenience of anytime, on-demand watching on any screen, reigns. Differentiation based on content exclusivity alone is no longer enough. To grow and thrive, service providers must become ‘smartly digital’. By embracing cloudification, actively claiming the aggregation role and leveraging data-driven principles to define and evolve their consumer propositions, they can embark on a journey of continuous solution renewal to optimize the next phase of growth in a vastly different competitive landscape. As a trusted partner to the world’s largest media and communications companies and with more than 25 years of pay-TV industry experience, we can help you redefine your strategy toward true digital transformation with innovative solutions that connect people to the content they love. CONTACT US AT [email protected] CONNECTING PEOPLE TO THE CONTENT THEY LOVE DTV.NAGRA.COM Inside this Issue Case Studies 10 The Birth of a Notion: How The Preview Channel Came to Be by William Sager 15 Over the Top and Through AI to Big Data’s House We Go by Ted Korte 24 2019 OTT Accolades Finalists by Brian Mahony 26 A Labor of Love: How an OTT D2C Provider Is Lifting Millions by Katia Loisel Executive Q&A 12 24i Media’s Ramon Duivenvoordeni, COO 28 V-Nova’s Guido Meardi, CEO & Co-Founder 36 NAGRA’s Ivan Verbesselt, Senior Vice President Marketing 50 Limelight Networks’ Mike Palackdharry, Senior Vice President, Strategic Solutions 54 Kaltura’s Gideon Gilboa, Senior Vice President of Product and Marketing for Media & Telecom Trends & Analysis 6 Is TV Still The Hearth? by Stephen Johnson 8 Consumers and Their Devices: TV in the OTT Era by Charlie Nooney 38 Bringing OTA and OTT Together: A Roll-Out Plan for ATSC 3.0 Broadcast by Fred Baumgartner 44 Why the Content Hub Could be the Answer to Today’s Streaming Wars by Brice Clinton 46 Is OTT Really More Expensive Than Other TV Buys? by David Wiesenfeld 58 7 Predictions for Online Video in 2019 by Jim O’Neill Executive Insights 4 The Age of Plus Upon Us by Kurt Michel 14 Content Curation Is Key by Michael Nagle 30 OTT: The Most Misunderstood Acronym in Digital Media by Jon Sumber 32 A Call for More User Control Over the Streaming UX by Virginia Juliano 34 OTT End Game: Allow Major Players to Dominate, or Change the Rules? by David Price 35 How Publishers Can Capitalize on AI This Year by David Mowrey 48 Reigning in the Complexity of Monitoring OTT Streams by Erik Otto 52 The State of the OTT business by Mark Donnigan Best Practices 5 What Is the Best Recipe for Great OTT Success? by Chris Wagner 19 Solving the Video Marketplace Connectivity and Payments Challenge by Ed Laczynski 21 Cloud Components as the Future of Streaming Services by Olga Kornienko 41 DRM Pricing Demystified by Gabe Elton 56 Handy Checklist for Ensuring User Experience When Delivering Video Streams at Large Scale by Philippe Mouawad OTT Executive Magazine Volume 8, Issue 2 - Spring 2019 Published by: Trender Research Inc., 24 Village View Road, Westford, MA 01886 [email protected] Copyright 2019 by Trender Research, Inc. STAFF The contents of this magazine may not be reproduced in whole or in part without the BRIAN MAHONY KURT MICHEL expressed written consent of Trender Research, Inc. CEO, Trender Research EVP, Trender Research Founder & Editor-in-Chief, Subscriptions: www.OTTexec.com/magazine • Yearly printed/mailed subscription in OTT Executive Magazine DONNA BAUCHIERO the U.S.: $59.95 Business Manager NICHOLE JANOWSKY Advertising: [email protected] Publications Manager NDREA ELSON A N OTT Executive Magazine Editor Director of Operations Printed in the USA OTT Executive 3 Spring 2019 Magazine Executive Insights The Age of Plus Upon Us By: Kurt Michel elcome to the Spring issue of OTT As I look at this, I’m seeing a pattern in the Executive Magazine, or as folks here OTT subscription world. Maybe “+” really Kurt Michel is Executive W VP at Trender Research. at Trender call it, the NAB issue. When Brian should be translated as “$”? This might also He has over 30 years’ graciously offered to have me write the intro explain the demise of Google+ (RIP). Could experience in telecom, to this issue, I of course accepted. But then it be that naming something with a “+” suffix datacom, and network- ing - in development, came the inevitable question: what to write and offering it without a user charge created sales, product man- about? As I thought about an appropriate too much cognitive dissonance? (Is there a agement and market- theme, it occurred to me that we are currently potential marketing PhD thesis here?) ing roles. His marketing surrounded by something I call the “plus” Then we have the video playback leadership experience at Akamai, IneoQuest, phenomenon. Follow along and see if you device hardware: Roku (Express/Premiere/ and SeaChange gives agree. Streaming Stick) +, Samsung Galaxy S10+, him a unique, multi-faceted perspective on the vola- Recently, Apple announced Apple Nokia 7 Plus, Sony Xperia 10 Plus, LG tile video industry. News+ and Apple TV+. For Apple, “plus” Q7+…I’m sure I’m missing many others. is not altogether new. It began in 1986 with I would have praised Amazon for its immunity decided to embrace it. Macintosh Plus, and along the way, we’ve from plus-ification– The Kindle/Fire devices To support that point, I present exhibit seen iTunes Plus (higher quality AAC avoided it (albeit in favor of “HD,” but I’ll 1: This issue has twice as much content codec without protection) and iPhones 6/7/8 save the HD rant for another day, and maybe as any prior issue, and it covers a lot of Plus (bigger hardware). Now it appears include “turbo” in that discussion too); but OTT topics. Our guest writers represent that they are embracing “+” for their latest they have finally succumbed, with Echo Plus. all areas of the OTT industry, from service subscription-based services. And it goes even further: LTE+ (a better providers to content producers, workflow The rumored new Disney direct-to- wireless), Playstation Plus (subscription vendors to network platform vendors, large consumer (D2C) service is currently being gaming), Adblock Plus, Nike Air Max Plus, multinational brands to startups. They are all referred to as “Disney+”. It remains to be and more. Clearly, all of these brands are not here, bringing something for every reader. seen whether that will be the official brand. just using “plus” to mean more. They want For Exhibit 2, I submit myself. Brian These premium OTT service names it to be perceived as better. (I hold onto this felt it was time to take Trender and the OTT follow the lead of Hulu’s first subscription belief most fervently when I am in the plus- Executive brand from its already highly- service, Hulu Plus. The “Plus” distinguished size section of the clothing store.) regarded industry position to the next level, their subscription service from the “Hulu” I think you get my point. We are awash in and he began looking for someone who could free service. However, in 2015, Hulu dropped PLUS! help him do that. Serendipitously, I was at a the “Plus” branding. Which brings me to my real point. Rather career crossroads during his search, and he I’m sure the folks at CANAL+ are feeling than fighting the “plus” phenomenon, convinced me that with a little bit of help, pretty flattered at this point. Trender/OTT Executive Magazine has Trender/OTT Executive could evolve to offer greater value to the OTT community. Having been a Trender customer while leading marketing activities at Akamai, IneoQuest, and SeaChange, I already knew that Brian offered great products and services, and held himself to very high honesty, quality and integrity standards. I also saw ways that I could complement what he already offered through my engineering development background and customer-side experience. So here I am at Trender, writing this introduction. If you made it this far, I will make one commitment to you here and now. We will not be adding a literal “Plus” suffix to any of our brands. But as we evolve and grow, we want you to feel like it is there. Feel free to let us know any time, one way or the other. Let’s Dream and Stream! � 4 Best Practices What Is the Best Recipe for Great OTT Success? By: Chris Wagner re you happy with your current OTT delivered using an adaptive bit rate practice. service? With so many OTT services on • The Business Model. Now that your Chris Wagner is a A technology expert the market how can you use technology to video content is being delivered, your who partners with in- better compete for viewers, subscribers, and OTT service needs to return value for vestors, executives, advertisers? Now that consumers have so your investments.
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